Depending on who you ask, influencers are either a blight on the media landscape or the “most organic and transparent way to bring new audiences to your brand”. I, as ever, fall somewhere in the middle. I appreciate the appeal of somebody whose general outlook and ideals aligns with your own telling you what you’ll probably like (because if they like it, surely you will too, right?) but there’s the other side of it to consider; the skeezy side. Because for every genuine influencer there are a hundred wolves in sheep’s clothing and the scales are being tipped even further now with the horrifying advent of virtual influencers (more on them later this week).
Whether you’re for or against them, however, it would be unwise to ignore them. Influencer marketing has skyrocketed in popularity in recent years, thanks to the burgeoning popularity of social media. Influencers offer brands a unique channel to connect with potential customers in a more personal and “authentic” way than traditional advertising. It’s also quite affordable, particularly if you choose to really funnel your focus and hire a nano or micro influencer with a more niche and nuanced audience.
There is genuine power and (of course) influence there ready to be taken advantage of (for the right price). The influencer marketing industry is worth well over $20 billion and its only getting stronger but how you interact with and utilise these influencers is almost as important as which ones you choose to represent your brand.
One popular tactic is the practice of offering freebies to influencers to curry their favour - a tactic that has sparked considerable debate. The rationale behind offering freebies to influencers is straightforward: in exchange for products or services, influencers provide exposure and endorsement to their vast audiences. However, audiences have long since grown wise to these tactics and there has been a definite pushback from certain circles who feel the whole thing undermines the whole point.
So, should you be lavishing these young content creators with bags of free stuff? Or are you better off without them?
The Benefits of Offering Freebies
Cost-Effectiveness
Compared to traditional advertising methods, sending freebies to influencers can be a more budget-friendly option, especially for smaller brands with products and services that don’t cost that much anyway. The cost of the product given away is often significantly lower than the price of a formal advertising campaign and you can often write-off the stock you’ve given away to keep the taxman at bay.
Authenticity and Trust
Influencers have cultivated a sense of trust and relatability with their audience. When they recommend a product, their followers are more likely to perceive it as a genuine endorsement.
Targeted Reach
Influencers cater to specific niches, allowing brands to target their marketing efforts more precisely. A beauty brand, for example, can partner with a beauty influencer to directly reach an audience interested in makeup and skincare, whereas a fitness brand will reach an audience interested in sports and active lifestyles.
Content Creation
Influencers are skilled content creators. Indeed, many are skilled writers, directors and performers that have millions of die-hard fans and produce their own content 100% themselves. By offering freebies, brands can leverage the influencer’s creativity to generate original, engaging content that resonates with the audience and content that can be created fast and regularly.
The Downsides of Freebies
Lack of Control
Brands have limited control over how their products are presented. An influencer’s creative direction might not align perfectly with the brand’s image or messaging and that can lead to a disconnect that can be difficult to undo. There’s also always the chance the influencer you hire might go “off script” and suddenly start promoting ideas and content that you want to stay as far away from as possible. It’s always going to be a bit of a gamble, whichever way you swing it.
Questionable ROI
Measuring the return on investment from influencer partnerships can be challenging. There's no guarantee that the free products will translate into increased sales or brand awareness.
Over-Saturation
As more brands adopt this strategy, there's a risk of over-saturation as people become sick of influencers flogging products and start switching off. Followers might grow weary of constant endorsements too, reducing the impact of influencer marketing and making something that once felt so legitimate feel tacky and boring.
Authenticity Concerns
If an influencer is perceived as promoting products solely because they received them for free, it can damage the trust they've built with their audience, adversely affecting both the influencer and the brand. This is perhaps the most profound challenge brands have to face, particularly as knowledge of influencer marketing becomes more widespread.
Ethical Considerations
The ethical dimension of giving freebies to influencers cannot be overlooked either. Disclosure is key. Influencers are required by law in many regions to clearly disclose sponsored content or if they have received a product for free. This transparency is crucial to maintain the trust of their audience and the integrity of the brand.
Balancing the Equation
To navigate these challenges, a strategic approach is, as ever, the best way forward.
Selective Partnerships: Choose influencers whose values and audience align closely with the brand and who have been fully vetted. Quality over quantity, every time and don’t go jumping into bed with anyone until you know exactly who they are and what they represent!
Clear Agreements: Establish clear expectations and guidelines with your influencers. This can include everything from content style and posting schedule to full disclosure of the partnership to maintain transparency.
Performance Tracking: Implement tools to track the performance of influencer campaigns, such as using unique promo codes or tracking links.
Keep Track and Keep Calm: Don't rely solely on freebies and always ensure that you keep track of what you’ve sent out and to whom.
The Future of Influencer Marketing
Of course, as the digital landscape continues to evolve, so will the strategies around influencer marketing. Brands and influencers alike are always exploring new ways to collaborate that are mutually beneficial and resonate with audiences in a way that feels fresh and authentic. The role of freebies in this equation will likely continue, but with more sophistication and strategic thinking to ensure that it benefits all parties involved.
As with any marketing strategy, what works for one may not work for another. A tailored approach, aligned with the brand's values and marketing goals, is always going to be the way to go, but even then, it’s a path to be trodden with great care. Because influencers come and go but your brand is (hopefully) forever.
